There's an old saying every salesperson knows by heart:
People buy from people they like, trust and respect. They
especially buy from people with whom they are comfortable--people
who make them feel at ease right from the start.

But for the salesperson, it's often the "start"
that's the problem. When you're meeting someone for the
very first time, and there's a large sale at stake, it's
perfectly natural to be concerned about the outcome. What will you
say? How should you act? How can you convince the decision-maker to
be your side? The more important the sale, the worse your worrying
will get.

That's exactly why breaking the ice--establishing an
instantaneous connection with your customer--is so essential to
true sales success. If you need some help in this area, you're
not alone. Here are six ways you can make that connection:

1. Be yourself. Don't
try to act like someone you're not or behave the way you think
a salesperson should. That phony salesperson mode is a facade the
prospect will notice right away. Let your personality, sense of
humor and integrity shine through from the first meeting to the
last.

2. Remember the basics. This
means a firm handshake, eye contact and a smile. If this seems
simplistic, it is. But these small details are a big part of a
first impression; they're what people first notice about
you.

3. Use common courtesy. Let
prospects know you understand how busy they are and that you
won't waste their time. Start off by saying, "I know your
time is valuable, and I appreciate you spending 20 minutes with me.
I'll make sure we stick to that time frame."

4. Learn something about the prospect
beforehand. If possible, go on a fact-finding mission
before you even meet the prospect. Visit the company's Web
site. Search for articles about the person or the company. If
someone else referred you, ask that person for insights into the
prospect's interests, hobbies, family life and personality
type. Call the prospect's assistant or secretary, and see what
information you can find there. Then you can start your sales call
by referring to whatever information you've gleaned that's
relevant to the situation.

5. Break the ice with the people who
are around the decision-maker. You never know who has
the real power or influence in a company. If you're rude to an
assistant on the way to the boss, you can be sure the boss will
eventually hear about it. Establish rapport with everyone you meet-
not just the immediate prospect.

6. Don't just jump into your
pitch. Many salespeople think they have to break the ice
by talking, talking and talking some more. They tell a joke and
launch right into selling the product.

A better way to break the ice is to start with a handshake and
eye contact, bring up a common-ground subject and then ask
questions. Be sure to listen carefully to understand the
prospect's goals and concerns.